Branding and image as the basis of successful promotion of cafés in lviv wihin the instagram social network

The purpose of the article is to analyze the methods, techniques, branding, and image strategies practiced by cafés in Lviv in the social network of Instagram in the context of SSM activities; determine the specifics of image tools in terms of communicative interaction with the target audience; identify the criteria for successful positioning in the social network Instagram for food establishments. Methodology. The analytical method, methods of description, comparison, and generalization were used to perform the research. Scientific novelty. The image characteristics of popular food establishments are investigated; the criteria of image positioning of cafés in Lviv are determined; the features of image and communication tools that are actively practiced interacting with the target audience are analyzed. Conclusions. Today, image and brand have become important criteria of trust in companies, giving them the opportunity to be one step ahead of competitors. The key goal of the image is to get a positive attitude of consumers to the company/brand. Important criteria for successful positioning in the social network of Instagram for food establishments are visual design, emotional characteristics, the well-chosen context of information content. In the image activity of the researched cafés in Lviv, in the Instagram network: techniques of creating a bright image (naming, branding) are practiced; techniques of forming a positive attitude; techniques to enhance the image and enhance the influence of the image. Key words: image, brand, image-building, corporate identity, positioning, social network, target audience, communication, communicative processes.

Agency Fluctuations and Identity Transformations in Chinese English-Majors on Their Learning Trajectories

This paper explores agency fluctuations and identity transformations in Chinese English-majors and how they are related to the process of English learning. By tracing a group of students for four years in a Chinese university and conducting qualitative analyses to their oral narrations of learning experiences at different periods, the study has found that most participants started and ended their university life at relatively high levels of agency, with inevitable ups and downs in between. Agency fluctuations in the learners are the result of their identity positioning and repositioning within a complex and ever-changing context. Concordant or conflicting identities may co-exist within an individual learner and keep changing across different situations. Learner identities will cause increase or reduction in their investment in English learning, while their learning experience will in turn reinforce or undermine their identities. The study sheds light on the intricate relationships between agency, identity and language learning and therefore has important implications for English learning and teaching in China.

Lower-status experts' influence on health-care managers' decision-making

PurposeThe purpose of this paper is to investigate and theoretically explain how line managers and lower-status experts work together in public health-care organizations. Hence, this study explores how lower-status experts influence line managers' decision-making and task prioritizing in order to guide staff experts' cooperation and performance improvements.Design/methodology/approachThe authors used a qualitative method for data collection and analysis of the experts' and line managers' explanations about their cooperation. A theoretical approach of experts' identity positioning, in terms of differences and similarities, was used in analyzing the interaction between managers and experts.FindingsThis study shows that similarities and differences in positioning acts exist simultaneously. Similarity is constructed by way of strategic and professional alignment with the line managers' core tasks. Differences stem from the distinction between knowledge-grounded skills and professional attributes such as language, analytical tools, and jargon. Lower-status experts need to leave their entrenched positions and match the professional status of line managers in both knowledge aspirations and appearance to reach a respected approach of experts' identity positioning.Originality/valueUnlike many previous studies, this study demonstrates that similarities and differences in positioning acts exist simultaneously.

'How Does the ASEAN Region Localize International Brands?’ A Multidimensional Analysis of Thai TV ads

In intercultural scholarship, there is a considerable number of studies that explores the impact and effect of culturally oriented social media (see Koda 2014, 2016; Mendoza 2010). Of these studies, however, there is a paucity of understanding on how social media becomes a third space of cultural representation, especially in the Southeast Asian context (Dumlao and Wattakan 2020; Feng 2009; Kalscheuer 2008). Drawing from insights connected to inter-semiosis by Kress and Van Leeuwen (1996) and SF-MDA by O’Halloran (2011), therefore, this paper explores the glocalization process and its inclination to cultural representation, and thus creating new discursive forms of identities, by looking at Thai TV ads from January 2019 to December 2019. Two Thai TV ads were purposively chosen from international beverage companies. To capture the glocalization and cultural representation, we compared these with TV ads from other countries, namely, the Philippines, and the U.S.A. Through content and multidimensional analysis, the findings suggest that commercials construct glocal identities through several factors and incidences. These incidences and factors support and provide understanding for brand identity positioning, which itself describes the intersemiosis of elements within contemporary consumer cultures. Implications of this study are discussed in the paper.

Deconstructing discourses of diversity

Despite the growing number of cross-cultural adolescents from immigrants and families formed through international/interracial marriages in South Korea, empirical studies investigating newcomer adolescents’ identity positioning in secondary education have been scarce. Drawing upon Ruíz’s (1984) framework for language policy and planning and Cummins’ (1986, 2001) empowerment framework for minority education, this article investigates how diversity is conceptualised in South Korea through a case study of multicultural education. Specifically, the article examines how newcomer adolescents’ linguistic and cultural identities are perceived by teachers and peers in two high schools. The findings revealed that diversity is dominantly viewed as an impediment to academic success for newcomer youth and is only appreciated once students are fully assimilated into Korean society. The concept of diversity as a resource and right and the notion of multicultural and multilingual identities in the Korean educational context are absent, or hidden, at best. Although there are examples where newcomer learners see diversity as empowerment and resources for their identity construction and positionality, this orientation has not been acknowledged in educational practices. The study calls for conceptualizing diversity as empowerment and resources as ethical lenses to move away from ethnocentric and deficit orientations.

“Actually, in my culture…” Identity, positioning, and intersubjectivity in cross-cultural interviews

The increasing internationalization of education has brought diversification to university student populations. The demographic changes pose great challenges to interview practice as interviews are increasingly occurring in cross-cultural contexts and often involve participants from diverse cultural backgrounds. Recent research has demonstrated that the cultural identity of the interviewer, in particular, the insider or outsider positioning relative to the participants, can impinge upon the quantity and quality of the collected interview data and research outcomes. In this paper, we go beyond this conception of interviewer as either a cultural insider or outsider to examine how multiple identities and positionings are enacted by interviewer and interviewees in order to achieve intersubjectivity, or common ground, in cross-cultural research interviews. The paper contributes to understanding the complexity of cross-cultural interviews, in particular, the impact of positioning processes on the establishment of intersubjectivity and data construction.

STRATEGI MEMBANGUN NATION BRANDING INDONESIA DALAM ASIAN GAMES JAKARTA-PALEMBANG 2018

The Asian Games 2018 is a sporting event held every 4 years, bringing together all Asian athletes from various branches to compete for the country's pride. Indonesia was chosen to be the host of the Asian games which made the right momentum to build Indonesia's nation branding. This study analyzes how the strategy of building nation branding on the momentum of Asian games 2018 Jakarta - Palembang. This research uses a descriptive qualitative method by describing related data. The results in this study show that the strategy used to build a nation branding in the Asian Games with media management, accentuate elements of Indonesian culture, conducting global diplomacy, creating mutual collaboration branding, and conducting a post events campaign. In addition to building nation branding, need several elements namely brand identity, positioning, and brand image which all focus on one goal that is to increase trading, tourism, and also an investment in the country.Kata Kunci: Asian games, nation branding, place marketing, brand image, destination branding.

Identity Positioning and Languaging in Deaf-Hearing Worlds: Some Insights From Studies of Segregated and Mainstream Educational Settings

In this chapter, the author, a hearing multidisciplinary scholar, uses her expertise in spoken, signed, and written languages to explore the relationships between language issues and the development of deaf identities. The research that she presents illustrates the ways in which various communication forms including spoken, signed, and written languages can shape the meaning of deaf identities. The focus is on what transpires in segregated and mainstream Swedish classrooms in terms of communication patterns and how the language variety and modality is used to influence the identity positioning of not only deaf students but also the adults who interact with them. A narrow focus on language use can lead to a homogeneous language-learner identity position. In contrast, a broader focus on language use can facilitate a heterogeneous fluid language-learning position where many ways of being deaf is facilitated.